Zee Entertainment is looking to become the first Indian television company to develop a presence in China, according to Subhash Chandra, Chairman of ZEE Entertainment Enterprises.

In an interview to The Hindu, Mr. Chandra revealed that ZEE has applied for TV landing rights in the Chinese mainland which would allow it to be part of the bouquet of channels offered by satellite operators.

Although ZEE applied for landing rights permission more than a year ago, in September 2006, Beijing has yet to give its approval. However, Mr. Chandra is hopeful that a breakthrough might be announced during Manmohan Singh۪s visit.

Only ten days ago New Delhi allowed China Central Television۪s English channel, CCTV-9, landing rights in India. Mr. Chandra thus believes a reciprocal gesture is imminent.

If given approval, Zee will offer a 24-hour, tailor-made product for the Chinese market.

Several ZEE entertainment soap operas dubbed in Mandarin have already been syndicated on Chinese television over the last two years and have proved to be hits. Chinese and Indian audiences share a love of family-based dramas that deal with inter-personal intrigue, Mr. Chandra said.